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Pfizer Australia is rolling out artificial intelligence-based digital analyst tools from Complexica in a bid to improve the pharmaceutical company’s data-driven sales and marketing decision making.

Based on its digital analyst engine, dubbed Larry, Complexica’s What-if Simulator allows Pfizer to test and optimise a range of scenarios based on internal and external data sets. In a statement, the company said it plans to use the software to simulate the impact of sales and marketing strategies, investigate assumptions and hypothesis difficult to test in the real world, and compare the outcome of various what-if scenarios in order to understand what’s contributing to business results.

Pfizer said the software will also help to understand deterministic and non-deterministic factors presented in its business operations, as well as see how variables within different questions impact one another. Pfizer brand manager, Andrew Endicott, said the group evaluated a number of predictive and optimisation offering before opting for Complexica.

“We have found that answering complex ‘what-if’ questions is a challenging and time consuming endeavour,” he said. “We believe that Complexica’s What-if Simulator can provide Pfizer Australia with a platform for scenario analysis that will improve our decision making in the future.”